Careline Cosmetics underwent a brand revamp over the last couple months. Aside from relaunching with a new logo, changing the products’ packaging, and releasing new stuff, Careline’s new branding also came along with important advocacies about inclusion and authenticity; these are what I am most proud of!
Just about a week after Cosmopolitan Philippines’ controversy involving a photoshop situation of Riverdale stars, Lili Reinhart and Camila Mendes, Careline officially introduced the #CLWatermark, a symbol demonstrating when a photo has not been filtered or photoshopped. This is part of the brand’s attempt of supporting real beauty, especially in an industry when altering images is the norm.
This CL watermark symbolizes self-love and appreciation of natural beauty. We will include this watermark on unedited photos we post across all our social media platforms to tell everyone that posting raw and unfiltered photos are okay and that nobody is perfect – we all have flaws just like anybody else; we just have to learn how to embrace every inch of it. #YouCanWithCareline #CLWatermark #CarelinePh #BetterThanBasic
In the color cosmetics line of business and in the age of social media, eschewing photo editing is a difficult direction to maintain. However, I believe that the CL Watermark is a good start in following the path of encouraging raw images and being transparent when wrinkles, pimples, and other imperfections which are completely okay, have been altered.
Careline believes that makeup is an art and that beauty is about being yourself however you want to be. This photo is raw, unfiltered, and not photoshopped – we will be posting raw photos like this across all our social media platforms more often together with our CL watermark because Careline supports the advocacy of allowing people to see the REAL beauty in every individual. #YouCanWithCareline #CLWatermark #CarelinePh #BetterThanBasic
This campaign is one that’s close to my heart, and is the second effort from the brand to promote authenticity and inclusivity; the first one being the CL Diverse Beauty campaign.